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Cloud9 partners with Excel Esports shareholder Guinevere Capital

North American organisation Cloud9 has entered a strategic partnership with Guinevere Capital, the majority shareholder in Excel Esports. The partnership will see Guinevere Capital take logistical control over Kings Row LLC, a subsidiary of Cloud9 that operates Overwatch League franchise London Spitfire and Contenders team British Hurricane. Photo credit: Overwatch LeagueRELATED: Excel Esports retains Chillblast as PC partner The partnership is already in action, with Guinevere Capital looking to “build the foundations” for London Spitfire in 2021 through local commercial partnerships and connecting with the UK community. The advisory and investment firm has tapped Duncan McMonagle, formerly of Minute Media, and Jason Spiller, former of Microsft and OMEN by HP, to bolster the commercial success of the Overwatch League franchise. Dan Fiden, President of Cloud9, spoke on the decision in a release: “When Cloud9 made the decision to invest in Overwatch League, we knew taking on live events, marketing, and commercial operations in the UK would be a challenge. When we connected with the team at Guinevere, their backgrounds in traditional sports, media, and esports in Europe, this convinced us that they’d be the right partner to build the business with.

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